Arafel Buzan named one of Business Insider's Rising Stars

Congratulations to Arafel Buzan, Co-Lead of Mindshare's NeuroLab, for being named one of Business Insider's 36 Rising Stars of Madison Avenue!

The individuals chosen for this year's list span a variety of roles in media and creative as well as strategy, account management, talent, neuroscience, and inclusive design.

Excerpt: A neuroscientist, Buzan launched Mindshare's NeuroLab in 2019, which uses technology like EEGs (electroencephalogram) and GSR (galvanic skin response) to track brain activity and measure ads' effectiveness for brands.

She helped a travel client figure out which images worked best in its commercials and helped a tech client learn that spots featuring actors having a conversation worked better in audio while a single person telling a story worked better for TV.

Mindshare said her work played a role in the agency doubling its pitch win rate in 2019 versus 2018, winning 76% of the media billings that it went after.

Her audio work with NeuroLab has also helped build Mindshare's sonic consultancy for brands.

This award comes on the heels of numerous other honors for Mindshare over the few months, including MediaPost’s Media Agency of the Year and MMA’s Global Mobile Agency of the Year, along with wins at the Festival of Media North America Awards, The Drum's Digital Trading Awards, WPP’d Cream Awards, and more. In addition, in 2019, Mindshare was also named Cannes Lions’ Media Network of the Year and Festival of Media Global’s Agency Network of the Year.

You can see the full list of winners in Business Insider.